Don't try to market all ten of your product's features at once. Identify the one feature with the most existing demand—like Hotjar did with heatmaps. Dominate the conversation around that single entry point to acquire a large user base, then introduce them to your other capabilities.
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Don't market ten different services. Instead, identify one urgent, high-pain problem your customers face—your "pinhole." Attract them with that single solution. Once they trust you, it becomes easy to reveal and sell your full range of services.
When launching into a competitive space, first build the table-stakes features to achieve parity. Then, develop at least one "binary differentiator"—a unique, compelling capability that solves a major pain point your competitors don't, making the choice clear for customers.
For products with many features, like the Oura Ring, focusing marketing on a single, primary problem (e.g., sleep) dramatically increases sales. Customers buy for the one clear solution and discover other benefits later, avoiding the cognitive overload of a long feature list.
A social media tool found its users were trying to either "grow an audience" or "automate processes." They had marketed to both as one group. By identifying and focusing messaging on the higher-value "automators," they increased trial-to-paid conversions by 40%.
Instead of testing every possible marketing channel, successful companies find one or two that produce power-law outcomes. This requires identifying your product's inherent advantages for distribution (e.g., social shareability for a consumer app) and doubling down there first.
Focus on a single, highly specific product that solves a clear problem for a niche audience. This 'spearhead' product can effectively acquire your first customers and power your advertising, even as you later expand your product offerings to a broader market.
Identify how users are already "hacking" your product for unintended purposes (e.g., using Facebook Groups for commerce), then build dedicated features to serve that existing intent. You can't make people do new things, but you can help them do what they already want to do more easily.
By analyzing their customer journey, SparkToro realized a feature that motivated purchase decisions was introduced too late in the product experience. By moving its introduction to the early "adoption stage," they doubled their free-to-paid conversion rate without changing the feature itself.
A "tollbooth" strategy finds a choke point of acute customer need. ClickUp built a tool to find 1-star reviews for competitors, then messaged those users immediately. This intercepted customers at the precise moment their existing option became unworkable, making ClickUp's alternative incredibly compelling and efficient for acquiring their first 100 customers.
Don't just list all your features. To build a strong 'why us' case, focus on the specific features your competitors lack that directly solve a critical, stated pain point for the client. This intersection is the core of your unique value proposition and the reason they'll choose you.
